Content Marketing

Native advertising and branded content

Content Marketing

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2015

This case study describes how Bud Light, a light beer brand, launched a national, locally-activated campaign in the US to increase its market share amongst millennials over summer months.

Michele Linn, Admap, October 2015

This article provides guidance for marketers building a content strategy, based on evidence that successful content marketing requires a strategy.

Devra Prywes, Admap, October 2015

This article argues that video content can help humanise B2B brands by engaging decision makers.

Darika Ahrens, Admap, October 2015

This article discusses advertising in podcasts, where the lines between ad and programme content is sometimes blurred.

Shafqat Islam, Admap, October 2015

This article argues that creating compelling content requires a clear content marketing strategy with flexibility to respond to events.

Colin Grimshaw, Admap, October 2015

In this editorial, Colin Grimshaw introduces the October 2015 issue of Admap magazine, on the theme of B2B content marketing.

Philip Trippenbach, Admap, October 2015

This article shares three trends that are changing the ways B2B companies reach their customers.

Christian Kugel , ESOMAR, Congress, Dublin, September 2015

This paper shares results from research by AOL, the mass media corporation, into digital content marketing.

Sushan Vernekar, Rajiv Darshi and Apeksha Wallia, Warc Prize for Connection Strategy, Shortlisted, 2015

This case study describes how Duracell, a battery brand, created online video content to engage young consumers in India.



Branded Content

Theories and trends in branded entertainment


Branded Content

Warc's pick of the most effective case studies


Branded Entertainment

A focus on brand-funded editorial content


Brand journalism

A new way of storytelling for advertisers


Real-time Response

How brands are reacting instantly to news events


AT&T: The Last Text

DMA Grand Prix winner aims to stop texting while driving